Heidi Zak, CEO ThirdLoveThe brand now services an estimated 87 percent of women. When they arrived, they were surprised to find Zak's husband and co-CEO, David Spector, highly involved in their day-to-day work, with a management style described as condescending” and bullying.” This about-face was compounded by company norms — don't negotiate your salary, don't leave before 6 pm, don't work from home, don't skip a happy hour — that felt out of sync with the brand's external image.
ThirdLove, the data-driven bra company founded in 2013 by former Google marketer Heidi Zak (who was inspired after she struggled to find a bra that didn't gap or tug), has gained a reputation for making some of the best-fitting bras and having one of the easiest at-home try-before-you-buy programs.
The company has come a long way from its original data collection system — asking women, via a Craigslist ad, to come to its San Francisco headquarters wearing their best bra and take a photo of their breasts with an app that could calculate their bust size.
Too much padding, not enough padding, uncomfortable under-wire — ripping off that ill-fitting bustiere for the umpteenth time can make you throw your hands up and shout WHY ISN'T THERE AN APP FOR THIS?!” Well, thanks to ThirdLove , there now is, and consequently the experience can be a lot less harrowing.
Whether they're developing the online experience, interfacing with our customers directly through customer service, or creating email content for social or marketing, all of it goes back to what does our customer want and how can we make her life better.
From marketing to product development, data has allowed ThirdLove to grow faster than any other online bra and underwear startup. The chief marketing officer of Victoria's Secret's parent company had recently made controversial comments about transgender models during an interview with Vogue.
Once the company helps customers find their size, it's easy for them to order and reorder. Co-founding ThirdLove has been a rewarding experience for Zak. Heidi Zak A screenshot of David Spector's Instagram Story about Victoria's Secret. Heidi Zak says she's on a mission to find the perfect bra for every woman.